Malaysia Airports launches ambitious month-long marketing campaign

23 May 2018

Malaysia Airports has embarked on a month-long marketing campaign to mark Ramadhan and the upcoming Hari Raya Aidilfitri celebrations.

It aims to build awareness of Malaysian culture and hospitality, and also grow penetration and spend at shops and restaurants.

From 22 May until 24 June, travellers stopping over or transiting at Kuala Lumpur International Airport (KLIA), klia2, Langkawi International Airport, Penang International Airport, Kuching International Airport and Kota Kinabalu International Airport can take part.

Malaysia Airports Senior General Manager for Commercial Services Nazli Aziz said the Malaysia Airports 2018 Ramadhan & Raya campaign is part of Malaysia Airports’ continuous efforts to live up to its name as an airport of international stature.

“We believe such thematic events help enhance the experience of travellers to Malaysia. The welcoming atmosphere that we create underlines our friendly Malaysian hospitality and culture. This is very much in line with our objective to provide the best experience for all as part of our Total Airport Experience initiative,” he said.

“More importantly, we believe that our collaboration this year with the Malaysian Design Development Centre (DDEC) and e-wallet service provider Boost will contribute to commercial revenue as well as reinforce the image of Malaysia Airports as a hub or destination not only for travel but also for retail, leisure and entertainment,” added Nazli.

Sharing local delicacies with the world

Through a strategic collaboration with DDEC, Malaysia Airports has created a platform to support the country’s cottage industries and small entrepreneurs. Promoted under the banner of KUEHKITA, the initiative showcases some of Malaysia’s favourite cookies, biscuits and snacks produced by local entrepreneurs.

On offer through the KUEHKITA brand will be traditional biscuits like kuih Semprit, kuih Batang Buruk, kuih Bangkit as well as modern cookies such as cornflakes cookies and chocolate dates. Various types of kerepek, keropok, jeruk and serunding are also available.

“Besides popularising Malaysian snacks, KUEHKITA also provides a platform for local entrepreneurs to showcase and sell their products to a wider audience. Furthermore, since these cookies and snacks are usually served at Open House events of the various festivities celebrated by the different races in Malaysia, they have become an integral part of our cultural heritage and a reflection of the melding of tastes and flavours of the different races – a cultural heritage unique to Malaysia,” said DDEC CEO Encik Abdul Rahman Mohd Saad.

Travellers who spend a minimum of RM500 at any of Malaysia Airports’ retail or F&B outlets will also be entitled to redeem a KUEHKITA gift (while stocks last).

A Boost for shoppers

To add value to travellers during Ramadhan, Malaysia Airports has joined forces with e-wallet service provider Boost, a partnership that supports the airport company’s digitalisation efforts.

Boost, an e-wallet application with over 2.4 million users with online and offline merchants located in over 16,000 touchpoints, aims to revolutionise the way Malaysian consumers transact by creating a seamless payment experience without cash or cards. Users can perform services such as buying prepaid top ups and digital vouchers as well as gifting them, free money transfers and can also use its split bills feature. Users also get instant cash back when using the service.

From 22 May to 30 June 2018, Boost is offering a special promotion where shoppers are entitled to receive up to 50% cash back whenever they use the Boost application to pay for their transactions at participating Malaysia Airports retail and F&B outlets. These include DOME, Burger King, The Chicken Rice Shop, Dunkin Donuts, Fukuya, WHSmith and more.

In addition, Malaysia Airports and Boost will give away free air tickets for two worth RM3,000. Three weekly winners will be selected, and shoppers can participate by spending a minimum of RM20 using the Boost App from 28 May until 17 June.

Boost CEO Christopher Tiffin said: “In line with building a digital nation, Boost is the only lifestyle e-wallet app that offers an easy and convenient way to pay for all your purchases while getting fantastic rewards and cashbacks at the same time. Besides that, you can also use Boost in many aspects of your daily lives – from topping up prepaid, buying discounted e-vouchers, sending e-gifts, and even splitting bills easily.

“There is no better way to enjoy your shopping at Malaysia Airports’ retail and F&B outlets and we are proud to be selected as the preferred e-wallet app for this Ramadhan and Raya campaign. Our goal is to ramp up awareness of e-wallet and its benefits to not only Malaysians but our regional neighbours in line with our regional expansion plans for Boost in the future.”

As part of the seasonal festivities, travellers and shoppers at Malaysia Airports can redeem Hari Raya packets when they spend a minimum of RM250 at any of Malaysia Airports’ retail and F&B outlets. In addition, Malaysia Airports will be distributing dates, bottled water, buns and doughnuts sponsored by Dunkin Donuts every Friday across all international airports except Langkawi, when distribution will fall on Saturday to travellers who are breaking fast at the airport.

Aided by its campaigns the airport company has seen year-on-year commercial sales growth of +10.25% to March 2018, compared to a +4.8% rise in passenger traffic.

“We will continue bringing value to our guests by ensuring that shopping and dining at Malaysia Airports is not just an enjoyable experience, but more importantly, a truly worthwhile and rewarding affair as well,” said Nazli.

Source: moodiedavittreport

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